a little bit about the process of how you narrow it down. >> there were 14,000 new beauty and grooming products introduced last year. so we test for six months, we test on everybody, different ages, different hair types, skin types, skin colors, then we come down to the list, we talk to cosmetic chemists and determine toll lists. >> bottom line you take it pretty seriously. first up we're looking at hair and you found some that were innovative, break through award winners. what do you have? >> pan tent spent years and -- they have found out that each hair as different characteristics and different problems. so this is pan teen prov solutions. this one happens to be for medium and thick hair, which tends to take too much moisture from the environment, gets frizzy and breaks. this has ingreed negligents that seal the cuticle and adds moisture. >> you have another winner in the hair die form that? this is from l'oreal. you have to go to the salon to get this done. usually hair die uses ammonia, which damages your hair, stains and can be awful. this penetrates deeply into the hair cuticle.